Effects of non-verbal reactions on viewers' perceptions of candidates in a televised election debate : implications for ETV

Abstract

This research investigated the effects of manipulation of camera angles and display of non-verbal behaviour on viewers' reactions to candidates in Canadian election debates. A twenty-two minute videotape of extracts from the English TV Debate of October 25, 1988, consisting of the over-the-shoulder two-shots in the ninety-minute debate, was presented to 25 University students. The principal variables examined were frequency and length of speaking and non-verbal reaction sequences for each candidate, percentage of votes obtained for each candidate, and shifts between pre and post treatment perceptions. Significant differences were found between the pictorial treatment (reaction sequences) accorded to the three political leaders during the non-verbal reaction sequences, and as well for the total time of each candidate's speaking sequences. Pictorial treatment had no affect on the percentage of votes obtained for each candidate nor did it alter perceptions as to who was the winning candidate from one moment to the next